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Denmark's GN Store Nord takes aim at Apple with wireless earbuds

GN's audio division accounts for 40% of the company's revenue, while the hearing aid division contributes 60%

Reuters  |  Copenhagen 

GN Store Nord
GN Store Nord

Denmark's is aiming to win a bigger slice of the rapidly growing market for by introducing a new product challenging Apple's popular

Wireless is expected to account for an increasing share of the $9.6 billion global earphone and headphone market and that means intense competition between tech keen to cash in on the trend.

Integrating Amazon's voice control system Alexa and halving the price are among the steps taken by GN to attract new customers with its latest product.

"We're expanding our brand to deliver products aiming for a broader segment dominated by Apple," Rene Svendsen-Tune, of GN's audio division, told

GN is better known as a hearing but draws on a Danish tradition of innovation stretching back to 1869 when it started life as a telegraph company.

In fact, its hearing aid division has benefited from working closely with for years by using that, installed in the ear, allows users to stream voice and music from their iPhones.

It will continue that cooperation while competing with the on the wireless earphone market, Svendsen-Tune said.

GN launched its first in November 2016. The following month launched its after dispensing with the plug-in for jack cables in its 7.

GN's original earphones, tailored for athletes with features to track progress and measure heart rate, sold for $370, twice as much as Apple's equivalent.

"has helped develop this market with great speed but now we're launching a new generation," Svendsen-Tune said, speaking ahead of the launch of the product at the Consumer Electronics Show in

In the first half of 2017 around 900,000 wireless headphone units were sold in the U.S. alone, and since the launch in 2016, has accounted for 85 per cent of the sales, according to data from the

GN said it was in second place but had only a single figure market share. But the market is still evolving and competition is fierce.

"If we can maintain a second place in 2018, I believe we will have done very well," Svendsen-Tune said.

GN's audio division accounts for 40 per cent of the company's revenue, while the hearing aid division contributes 60 per cent.

(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)

First Published: Mon, January 08 2018. 16:23 IST